We analyze and adjust
Posted: Sat Apr 19, 2025 7:15 am
Two weeks after the launch, we made the first analytical cut of all launched tools and received the following results:
Search is the most effective tool with high conversion and acceptable cost per lead.
There are few leads in YAN and the cost per conversion is higher than the target; there were no associated conversions.
The contextual media network did not bring any leads at all, despite the large amount of cheap traffic.
We use the banner on the search as needed when connecting new services to increase coverage. Although the CPL is high, it is a well-thought-out step to increase recognition of both the brand and new services. But this tool also did not fit into the KPI for the cost of a lead and inflated the budget.
Search retargeting didn't work either. In most cases, people don't plan to use chinese america data such medical services in advance.
In the end, search campaigns turned out to be the most effective tool. All resources freed up from other tools were redirected to them. 40% of the budget went to advertising home visit services, since they were allocated by the client and they were our priority from the entire list.
We constantly analyzed the advertising campaigns themselves: we expanded the list of negative keywords and increased the rates for effective keywords. If the leads were too expensive, we reduced the rates for keywords. At the same time, we studied and adjusted the audience characteristics: gender, age, and device type.
For individual advertising campaigns, we switched to a strategy with conversion optimization, but abandoned their use. Sharp fluctuations in demand due to coronavirus “waves” and changes in services prevent the correct training of algorithms; manual control allowed for more flexible management of advertising campaigns in the realities of the pandemic.
Search is the most effective tool with high conversion and acceptable cost per lead.
There are few leads in YAN and the cost per conversion is higher than the target; there were no associated conversions.
The contextual media network did not bring any leads at all, despite the large amount of cheap traffic.
We use the banner on the search as needed when connecting new services to increase coverage. Although the CPL is high, it is a well-thought-out step to increase recognition of both the brand and new services. But this tool also did not fit into the KPI for the cost of a lead and inflated the budget.
Search retargeting didn't work either. In most cases, people don't plan to use chinese america data such medical services in advance.
In the end, search campaigns turned out to be the most effective tool. All resources freed up from other tools were redirected to them. 40% of the budget went to advertising home visit services, since they were allocated by the client and they were our priority from the entire list.
We constantly analyzed the advertising campaigns themselves: we expanded the list of negative keywords and increased the rates for effective keywords. If the leads were too expensive, we reduced the rates for keywords. At the same time, we studied and adjusted the audience characteristics: gender, age, and device type.
For individual advertising campaigns, we switched to a strategy with conversion optimization, but abandoned their use. Sharp fluctuations in demand due to coronavirus “waves” and changes in services prevent the correct training of algorithms; manual control allowed for more flexible management of advertising campaigns in the realities of the pandemic.